social media: twitter & facebook arenÕt enough!...»social media allowed a conversation about...

Social media:TWITTER & FACEBOOK

aren’t enough!

@us

michael.stoner@mstoner.com@mStonerblog

mStoner.com/mStonerblog.comslideshare.net/mStoner

+1.802.457.2889/m: +1.312.622.6930

sevans@wm.edudirector of creative services,College of William & Mary

@susantevansfacebook.com/susantevans

757.221.1585

Definitions

social media

web-based tools used forsocial interaction:

blogs; Flickr; YouTube; Yelp;SCVNGR; Facebook

campaign

a focused effort to achievegoals using a variety of

channels appropriate to the resultssought.

true/falsemyth/reality

Everythingis connectedto everything

else.bit.ly/9uemQS

Youcan control the conversation.

Youdon’t need a

website if youhave Facebook.

case studiescampaigns

case studies

College of William & Mary: bit.ly/9li6EU

Northfield Mount Hermon: budurl.com/pw89

Flight of the Flyers: budurl/xmcz

PBO: budurl.com/f5n6

Emory University Blue Pig: budurl.com/8bzy

Worcester Academy, WAMash: budurl.com/9e9f

case study

PBO

poweredbyorange.com

web website & blog

map Google Map w/PBO pins

other SM Twitter, Facebook, LinkedIn

merchandise PBO t-shirts & tschotskes

real world store signs, bus wraps, ads

personal meetings, displays,

channels

Our Impact

Leading the GreenRevolution: OSU is a recognizednational leader in teaching,research, service andmanagement practices enhancingsustainability and environmentalresponsibility. The university’sprogressive work in these areasare a major reason why Corvallisrepeatedly has been namedamong America’s top green,sustainable and livable cities,and why others in highereducation look to OSU'sauthentic, holistic approach as amodel for other campuses.

more on OSU's impact

ORANGE SPOTLIGHTDo you know a business that:Is owned by an OSU alumHas lots of OSU alumsworking thereSupports OSUDrives innovationSupports economic growthServes in the communityasdfasfasf

If you know a business that fitsthis description then please nominate them for the Orange Spotlight. Anhonor that will go to one business every month starting in April. At theend of august we will be giving away two OSU Football season tickets toone lucky person who has nominated a business.

PARTICIPATE87 students stopped by the MUto share their PBO stories onMarch 31. We know there arethousands more.

Share your story

Contact us with your comments, questions, and feedback

Powered by Orange v2.0Oregon State UniversityCorvallis, Oregon 97331-4501phone: 541-737-1000Copyright © 2010 Oregon State University | OSU Disclaimer

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ABOUT PBO

BLOG

ORANGE SPOTLIGHT

ALUMNI BUSINESSES

VIDEOS AND PHOTOS

GET ORANGE STUFF

BEAVER MARKETPLACE

MAP YOURSELF

OSU’S IMPACT

CAMPUS BANNERS

OSU ALUMNIASSOCIATION

From the PBO Blog

April 9, 2010OSU Press author Robin Codyreleases first book in 15 years

April 1, 2010Family Trees

March 31, 2010Share your Powered by Orangestory

Orchard View Farms chosen for this month's Orange Spotlight.

bit.ly/aSJZQZ+

case study

William & Marymascot search

What we did.What we got.

Why it mattered.

William & Mary Mascot Search

What we did.»Open, transparent, and inclusive process to select a mascot

» Fun! (said the president)

Goals of the Internet campaign:

»encourage participation

»engage students as well as alumni and fans

»provide details to inform and educate stakeholders

»establish trust in the mascot committee and process

»build enthusiasm

Campaign components were:

»W&M mascot search website

»Blog

»Mascot Search group on Facebook

»@WMMascot on Twitter

»YouTube

»Flickr

»Traditional: campus portal, a bit of print (e.g., alumni magazine), e-newsletters, student newspapers

* Our former mascot had a blog and Facebook profile

How we used the channels…

»Website feedback on finalists

» Blog for details and updates

» Twitter for early announcements and sneak peeks

» Facebook for preview; discussion; make your own case; graphics of some of the suggestions

» YouTube for fun / distraction and key to THE LAUNCH

» Flickr for drawings of the 5 finalists and launch

» hub for background & links for ideas or feedback

“We kept up our end of the conversation.”

» design and graphics created consistent concept / brand

» used personal and informal tone

» built up community of interest by reinforcing all channels

» developed trust that social media was the way to find out and stay informed

» devoted time and energy to integrated social media content

What we got.»Website traffic February 2007 – April 2010

»239,300 hits

»120,438 unique visitors

» 891 members (1,066 wall posts) on Facebook Group

» 1,360 followed @WMMascot on Twitter

» 252 comments on blog

» 4,370 channel views on W&M Mascot Search YouTube

» 2,237 views of mascot-related photos on Flickr

Suggestions and Feedback» 839 suggestions in 90 days (44 states and DC

represented)

» 16,913 unique visits to the mascot website on the day we unveiled the five finalists

» 11,183 completed feedback surveys in four-week period (December 7 – January 7)

» 22,000+ comments

Get me the Griffin!» The mascot launch was an Internet & campus event. Alumni,

parents, students, & fans not in Williamsburg took part

» Launch day: 21,025 hits; 7,505 unique visitors

» Launch day and beyond:

»17,000+ views of YouTube video announcing

»21,611 views of YouTube video introducing the Griffin

First appearance of the Griffin – April 6, 2010

Why it mattered.Alumni love our new mascot.

»Social media allowed a conversation about our mascot search. (The W&M community had an easy way to share thoughts and impressions)

»With social media, we offered more engaging info and more immediate updates.

» The viral aspect of social media helped reach individuals who weren’t paying attention to our mascot search.

Why it mattered.

Alumni over 40 use social media! (Now we know.)

» 20% of alums who suggested a mascot were 52 or older

» 5,591 of those who provided feedback on finalists were alumni (50% of total)!

** When individuals care about a topic and are consistently offered the opportunity to participate, they

will.

Why it mattered.Earned media was high.

»Something whacky led to reporter interest.

»The Daily Show

»Washington Post

»ESPN

»USA Today

»Sports Illustrated

»Chronicle of Higher Education

»Reporters following our search used the social media content we had in place.

best practices

best practices

multiple channelsmultiple sources of content

sense of humorplanned evolution

resultsphone callsreal world

SM success/1

specific goalsmore planning, less spontaneous

institutional buy-in & supportcontrol of SM content & staff w/in

dept.in-house expertise

[bit.ly/c1CQvC]

SM success/2

go beyond Facebook, use multiple channels

target multiple audiencesmultiple measures of successmore likely to have policies

[bit.ly/c1CQvC]